Google Ads is a platform that allows businesses to advertise their products or services on Google search results and other websites that are part of the Google Ads network. One of the key features of Google Ads is the ability to set bids for each ad, which determines how much an advertiser is willing to pay for a particular ad campaign.
There are two main types of bidding on Google Ads: manual bidding and automated bidding. In manual bidding, the advertiser sets a specific bid amount for each ad campaign and the ads are shown to users based on this bid amount. In automated bidding, the advertiser sets a target for the ad campaign, such as a target cost-per-click (CPC) or target return on ad spend (ROAS), and Google’s algorithms automatically adjust the bid amount in real-time based on the performance of the ad and the likelihood of achieving the target.
One of the main benefits of manual bidding is that it gives the advertiser more control over the bid amount and allows them to make more strategic decisions about how much to bid on each ad. Manual bidding is often recommended for experienced advertisers who have a good understanding of their target audience and know how much they are willing to pay to reach them.
On the other hand, automated bidding can be a useful tool for advertisers who are new to Google Ads or who don’t have the time or resources to constantly monitor and adjust their bid amounts. Automated bidding algorithms are designed to optimize ad performance and help advertisers achieve their target goals, such as a specific ROAS or CPC. Automated bidding can also be useful for advertisers who are running large, complex ad campaigns with multiple ad groups and keywords.
In general, the choice between manual bidding and automated bidding will depend on the needs and goals of the advertiser. Some advertisers may prefer manual bidding because it gives them more control over their ad campaigns, while others may prefer automated bidding because it allows them to set targets and let Google’s algorithms handle the rest. Ultimately, the best bidding strategy will depend on the specific needs and goals of the advertiser and their level of experience with Google Ads.
